By Claire Reilly
Jura has held events for coffee lovers and retailers in Melbourne and Sydney to celebrate the launch of its new ENA Micro 1 Automatic coffee machine, and to announce a new multi-faceted promotion to generate sales and brand awareness in the lead up to Christmas.
The brand held a coffee tasting and food matching session with the help of chef Adam D’Sylva (of Melbourne restaurant Coda) and coffee experts Ross Quail and Salvatore Malatesta from Melbourne-based specialty coffee stores St Ali and Sensory Lab.
Both Quail and Malatesta were on hand to give guests a full run down of the journey that coffee takes from plantation to cup, and to spruik the features on the new ENA Micro 1.
As part of its summer promotion, Jura has worked with Malatesta (who also works as a green bean buyer) to create three distinct "Secret Blends" of coffee for use with its machines. The blends will be promoted with in-store and in-mall activity which offers consumers the opportunity to choose their favourite variety and redeem a pack online to try at home.
As part of this marketing activity – which will take place at malls in Chatswood and Bondi in NSW and Chadstone and Southland in Victoria – Jura is also offering consumers the opportunity to win a year’s supply of one of the three specially-sourced secret coffee blends.
Finally, Jura is also offering a series of “Secret Blend Masterclasses” in Melbourne and Sydney throughout December, in association with Adam D’Sylva and Salvatore Malatesta. The classes will teach consumers the finer details of sourcing, storing and making coffee, as well as how to make the perfect coffee at home using the ENA Micro 1.
The campaign is being supported by a dedicated microsite which offers information on the new machine and the Sensory Lab-endorsed secret coffee blends, and also features videos showing the machine in action and giving tasting notes on the blends being used.
Full details on Jura’s December and January campaign, as well as information on the new ENA Micro 1, can be found on the Jura promotional website.
Adam D'Sylva of Melbourne's Coda restaurant discusses coffee and food matching at this morning's Jura event, in front of a row of ENA Micro 1 machines.